YOUR SOCIAL STRATEGY HAS GAPS… CLOSE THEM NOW! Nate Elliott, Lithium Board of Advisors @nate_elliott Katy Keim, Lithium CMO @katykeim Brian French, Enterprise Account Executive @brianfrench01 Darren Jones, Post Office UK, Social Media Manager @darrenianjones
“ In the next 100 years, information “ won’t just be pushed out to people, it will be shared among the millions of connections people have -Mark Zuckerberg, Madison Avenue 2007 @lithiumtech @nate_elliott
“ The next hundred years will be very different for advertising, and it starts today. -Mark Zuckerberg @lithiumtech @nate_elliott
BUT SOCIAL NETWORKS AREN’T DELIVERING FOR BRANDS “My Facebook Marketing Is Effective” Agree 45% Disagree or Uncertain 55% Source: Social Media Examiner 2015 Social Media Marketing Industry Report Base: 3,720 global marketers @nate_elliott @lithiumtech
AGENDA • What do brands want from social networks? • Why don’t social relationship tools actually work? • What must social relationship tools deliver for brands? @nate_elliott @lithiumtech
BRANDS PRIORITIZE ENGAGEMENT ABOVE ALL ELSE Source: Ascend2 Social Media Marketing Trends Survey Summary Report, October 2013 Base: 294 respondents @nate_elliott @lithiumtech
IT’S NOT JUST A TACTIC -- IT’S HOW THEY MEASURE SUCCESS What are your three most important metrics for evaluating the success of your social media program? Engag En gagem ement ent (lik ike, sh e, shar ares) es) 80% 80% Audience udience (foll (followe wers, s, fans ans) 61% 61% Websit ebsite e Traffic affic 56% 56% Leads Le ads 32% 32% Re Revenu venue 24% 24% Cus ustom omer Sat er Satisfacti isfaction on 23% 23% Benchmar Bench marking ng Agains gainst C t Compet etit itor ors 19% 19% Other ther 4% 4% Source: TrustRadius 2015 Social Media Marketing Trends Base: TK @nate_elliott @lithiumtech
TO ACHIEVE THIS, BRANDS FOCUS ON BIG SOCIAL NETWORKS Commonly Used Social Media Platforms Faceboo Face book 93% 93% Twitt witter er 79% 79% Link LinkedIn edIn 71% 71% Goog ogle+ e+ 56% 56% Yo You Tu u Tube be 55% 55% Pinterest interest 45% 45% Ins Instagram tagram 36% 36% Slid Slidesh eshar are 15% 15% Com ommu munitie nities 14% 14% Social So cial Re Revie iew w Site Sites 13% 13% Social So cial Boo Bookmar marking ing 9% 9% Source: Social Media Examiner 2015 Social Media Marketing Industry Report Base: 3,720 global marketers @nate_elliott @lithiumtech
BUT SOCIAL NETWORKS AREN’T DELIVERING ENGAGEMENT Source: Forrester’s Q1 2014 US Top 50 Brands Social WebTrack and Forrester’s Q1 2015 US Top 50 Brands Social WebTrack Base: 11.8 million user interactions on 2,489 posts made by 249 branded profiles @nate_elliott @lithiumtech
AGENDA • What do brands want from social networks? • Why don’t social relationship tools actually work? • What must social relationship tools deliver for brands? @nate_elliott @lithiumtech
SOCIAL RELATIONSHIP TOOLS CAN OFFER MANY BENEFITS 1. They deliver functionality not available natively. 2. They save time and effort. 3. They manage security and risk. 4. They help brands perform better. @nate_elliott @lithiumtech
MOST TOOLS DON’T ACTUAL LY SAVE TIME Weekly Time Commitment for Social Media Marketing 12.8 Hours per week 11.7 10.9 2011 2012 2013 Source: Social Media Examiner 2015 Social Media Marketing Industry Report, Social Media Examiner 2013 Social Media Marketing Industry Report, and Social Media Examiner 2011 Social Media Marketing Industry Report Base: 3,720 global marketers (2015), 3,025 global marketers (2013), 3,342 global marketers (2011) @nate_elliott @lithiumtech
THEY DON’T MAKE BRANDS ANY MORE SUCCESSFUL Conversion Rate Based on Traffic Source 1.34 Social 2.48 Search 2.51 Email 3.26 Direct % Conversion Rate Source: Montetate Ecommerce Quarterly Report, Q3 2015 @nate_elliott @lithiumtech
THE RESULT: MOST BRANDS DON”T EVEN USE THESE TOOLS Percentage of Large Facebook Pages 13% Post primarily through 20% Post primarily through Facebook native tools social relationship platforms 67% Post exclusively through Facebook native tools Source: Facebook data, aggregated by Socialbakers and analyzed by Forrester Base: 5,000 Facebook brand pages with at least 500,000 fans each, studied in Q3 2015 @nate_elliott @lithiumtech
AGENDA • What do brands want from social networks? • Why don’t social relationship tools actually work? • What must social relationship tools deliver for brands? @nate_elliott @lithiumtech
TOOLS MUST BOTH PUBLISH AND RESPOND • Strive to never make a single native post – It wastes time and effort – It breaks your scheduling tool – It breaks your measurement – It reduces security • Tools must be comprehensive enough to both publish and respond @nate_elliott @lithiumtech
TOOLS MUST OFFER PROACTIVE ADVICE • W hat’s already happened requires analysis – It takes hours to decide what to post and when – 12.8 hours per week, on average • Tools must recommend exact topic options and scheduling options @nate_elliott @lithiumtech
TOOLS MUST MEASURE, OPTIMIZE, AND SUCCEED CMOs Who Can Show Tools must offer data on the Impact of Social outcomes • Focus on clicks and conversions, not likes and shares • Integrate with proven attribution + mix modeling tools • Feed these insights back into the recommendations engine @nate_elliott @lithiumtech
SOCIAL MARKETING IS TABLE STAKES … It’s the digital equivalent of a store front @katykeim @lithiumtech
DONE WELL, BRANDS GET BETTER ENGAGEMENT WITH CUSTOMERS Customers engage Leading to greater with relevant, loyalty and more authentic, real-time purchases content @katykeim @lithiumtech
SOCIAL MARKETING …can make the best marketers feel like they are hamsters running on a wheel…. @katykeim @lithiumtech
ARE YOU DRIVING ENOUGH ENGAGEMENT? Insatiable demand for quality Hard to scale content and creative Content What content at what time strategy to maximize engagement? puzzle Marketing campaigns coordinated with social Social siloes response teams @katykeim @lithiumtech
There is a better way. @katykeim @lithiumtech
LITHIUM DIFFERENTIATORS Our approach Results Data-driven recommendations Increase engagement by 25% Simple at scale Double your team efficiency One customer experience Improve loyalty and lifetime value @katykeim @lithiumtech
DATA-DRIVEN RECOMMENDATIONS Lithium Reach Perfo formanc ance e data Data Science Recommendation Publishing Exist isting ing driv ives es constan ant Layer engine front end conten ent and imp mpro rovem ement ent with h data ta inges ested ed machine ine lear arning ning into o platfo form Lithium Community Social channels @katykeim @lithiumtech
Q & A Nate Elliott, Lithium Board of Advisors @nate_elliott Katy Keim, Lithium CMO @katykeim Brian French, Enterprise Account Executive @brianfrench01 Darren Jones, Post Office UK, Social Media Manager @darrenianjones @lithiumtech
THANK YOU! Be sure to… Register for LiNC • Download Nate’s Whitepaper on the Lithium site in the Resource Center • Ask your Customer Success Manager for a demo of Reach today! • @lithiumtech
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